Content Analytics - The Whys And Hows For Google Analytics

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Content analytics The Whys And Hows For Google Analytics

Simo Ahava Senior Data Advocate

Simo AhavaSenior Data Advocate, Reaktor

Google Developer Expert, Google Analytics

Blogger, developer, www.simoahava.com

Twitter-er, @SimoAhava

Google+:er, +SimoAhava

Plug-and-play AnalyticsData quality isn’t acquired — it’s earned

@SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016

Popular analytics platforms are designed for

9,352,458* different businesses.

* Author’s estimate, not an official figure

When adopting a platform, we are forced to

adopt its definitions as well.

Data quality is directly proportional to how well

these definitions are understood.

Pageviews, really?

"I came, I puked, I left" Avinash Kaushik

Or did I?

"I came, I puked, I left" Avinash Kaushik

Time spent doing…what?

The Engagement Funnel

@SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016

VISIBLE PAGE VIEWS Had the page in focus in the browser

AVG. ENGAGEMENT Interacted with the page

READ RATE Read the page

PAGEVIEWS Requested the page in the browser

}

}

}

Tabbed browsing

Idling / title-scanning

Returning readers / longer articles / skip to comments

ABANDONMENT

VISIBLE PAGE VIEWS Had the page in focus in the browser

AVG. ENGAGEMENT Interacted with the page

READ RATE Read the page

PAGEVIEWS Requested the page in the browser

Initial impact

Engaged Visitors

Readers

1: GUIDES

http://goo.gl/qIRTVL

http://goo.gl/qIRTVL

PAGE VISIBILITY API

- Create a Trigger condition, which only fires when the page is visible in the browser

- Create a Trigger, which only fires when the page visibility changes

- Create a Variable, which returns the visibility state of the page in the browser

http://goo.gl/27TOqn

CONTENT ENGAGEMENT- Measure the active engagement time on the page

- This includes clicks, scroll, mouse movement, key presses

- Add a 5-second-long grace period after the last engagement

- Use Calculated Metrics to display the Average Engagement Time per page

http://goo.gl/27TOqn

http://goo.gl/xAOO6V

CONTENT AS ECOMMERCE- Track content as products, and the entire content

experience as a Shopping Behavior Funnel

- Track scroll depth as a Checkout

- Track bottom-of-content and dwell time as a Purchase

- Track Read Rate as purchases per content view

http://goo.gl/xAOO6V

2: INCENTIVES

V Best

V S Best Best

V S CBest Best Best

Data is difficultIt’s supposed to be

@SimoAhava from @ReaktorNow | #SMX | 17 Mar 2016

Thank [email protected]

www.simoahava.com

Twitter: @SimoAhava

Google+: +SimoAhava

Data is difficult - http://goo.gl/b4wfXK

10 Truths About Data - http://goo.gl/EpesEj

The Schema Conspiracy - http://goo.gl/9RYNGU

Further reading: